Coca-Cola chooses AI over brains to generate latest adverts

Coca-Cola is ditching flesh and blood creatives in favour of software algorithms in an experiment to see whether AI bots have what it takes to beat their human masters.

Mariano Bosaz, Coca-Cola’s global senior digital director, is spearheading the move as part of wider efforts to push the bounds of technology to see what they are capable of.

In an interview with Adweek at Mobile World Congress in Barcelona Bosaz said: “Content creation is something that we have been doing for a very long time—we brief creative agencies and then they come up with stories that they audio visualize and then we have 30 seconds or maybe longer. In content, what I want to start experimenting with is automated narratives.”

This experimentation will explore how AI can be applied to everything from choosing music, updating social media and even writing scripts although even Bosaz concedes that removing humans from the equation entirely remains a ‘long-term vision’.

Bosaz added: “I don’t know if we can do it 100 percent with robots yet—maybe one day—but bots is the first expression of where that is going.”

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.